Jeff Cowan is a renowned motivational keynote speaker, sales training instructor, award-winning author, and business owner with over 40 years of experience in sales and training. As the founder of Jeff Cowan’s Pro Talk, the leading provider of Service Advisor sales training across the USA, Canada, and Australia, Jeff is celebrated for revolutionizing the field with his innovative walk-around and selling techniques. A dynamic media personality, Jeff’s insights have been featured on CBS, NBC, ABC, and FOX, and his programs are backed by industry leaders including Cardone University and NADA.
A prolific author, Jeff has written four books, including The Service Advisor Pocket Guide, Write Service and Write Your Own Paycheck!, The Forgotten Rules of Living Life and the best-selling, What I Learned From Attending Over 40 Indy 500s, which is the highest and best selling business book ever written about the Indianapolis 500 Mile Race. His next title, The Forgotten Rules of Professional Salesmanship, will be released in mid-2025.
When not inspiring audiences worldwide, Jeff cherishes time with his family, grandchildren, and two Italian Greyhounds, Daisy & Benny.
This one-on-one interview shares Jeff Cowan’s background and experience writing What I’ve Learned From Attending Over 40 Indy 500s.
Tell us about What I’ve Learned From Attending Over 40 Indy 500s.
Every May, thousands descend upon the Indianapolis Motor Speedway for the “Greatest Spectacle in Racing”: the Indy 500. However, what most people miss is the real magic happening behind the scenes. What I Learned From Attending Over 40 Indy 500s reveals the powerful, unexpected business, leadership, and life lessons hiding in plain sight at the world’s biggest one-day sporting event.
For over 40 years, I’ve attended the Indy 500—not just as a racing fan, but as a student of success. I’ve watched billionaire-backed race teams, elite sponsors, and legendary drivers battle for glory on the track. But the real prize? The insight you gain by studying how these world-class competitors think, plan, execute, and lead.
In the book, I share the most powerful lessons I’ve learned from decades of observations into actionable strategies on sales, motivation, leadership, management, and personal growth, complete with real-life stories, practical tools, and points to ponder.
Whether you’re a race fan, a business owner, or simply someone chasing your best life, this book will ignite your ambition and show you the mindset shifts and strategies you need to change your life forever. Be prepared to laugh, cry and most importantly, learn.
What inspired you to write What I’ve Learned From Attending Over 40 Indy 500s?
Writing this book was an incredibly rewarding journey. It gave me a chance to revisit the pivotal moments of my life, not just as a racing enthusiast, but as someone deeply impacted by the lessons unfolding at the Indianapolis Motor Speedway year after year. The Indy 500 has always been more than a race to me; it’s a masterclass in high performance, resilience, and leadership. A one-day college where the world’s top competitors show us what success really takes.
I was inspired to capture those lessons and share them in a way that’s practical, energizing, and accessible. This book offers tools to help you shift gears, gain clarity, and accelerate your path forward. My hope is that in reading this book, readers learn how to live a fuller, richer, more productive life.
How did your background and experience influence your writing?
As a motivational speaker and sales trainer, I’ve always believed that the most powerful lessons don’t come from textbooks, they come from lived experience. Over the years, I found myself sharing stories from the Indy 500 during keynotes and workshops but what surprised me was how audiences responded. The second I connected a real-world event from the track to a relatable challenge in leadership or life, people leaned in. They weren’t just listening, they were connecting.
Those stories weren’t just about racing though. They were about resilience, focus, adaptability, and more—all things we grapple with, whether we’re in a boardroom or in our daily lives. For years, people encouraged me to share these stories and their many lessons in a book. My experience gave the stories credibility. The track gave them energy. And the audience gave them purpose.
What is one message you would like readers to remember?
I hope you enjoy the stories, but more importantly, I hope you can learn from them, as I have. My experiences have taught me about sales, motivation, leadership, management, and life in general. The Indy 500 has shaped how I think, lead, and live, and my hope is that these stories inspire readers to shift gears in their own lives and accelerate toward the version of success that matters most to them. Ultimately, success is available to anyone willing to observe, learn, and apply.
Purchasing the Book
What I’ve Learned From Attending Over 40 Indy 500s has been endorsed by some of the most well-renowned experts, authors, and reviewers around the world. Brad Lea, CEO LightSpeed VT writes, “As CEO of a learning technology, I get the unique opportunity to work with the biggest names, the brightest minds and, essentially, the world’s foremost thought leaders in multiple industries. This book is definitely one that belongs in that description. It’s as entertaining as it is informative.” In addition, Dave Anderson, author of Unstoppable, writes, “A great way of turning personal lessons and observations into a vehicle to help others; and perhaps encourage them to glean valuable and teachable lessons on their journey from things, events and the people they encounter.”
What I’ve Learned From Attending Over 40 Indy 500s is available for sale on Amazon, Apple iBooks, and other online bookstores. Readers are encouraged to purchase their copy today: https://www.amazon.com/2024-Motivation-Leadership-Management-Attending/dp/B0D36M3YKL/
To learn more about Jeff and his life-changing work in business, leadership, and life, connect with him on Facebook, LinkedIn and X.
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